Dissertation - Marketing Ethics Essay

5126 WordsMay 13, 200821 Pages
Contents 1. Rationale (p.2-4) 2. Investigative Questions (p.4) 3.1 What is Pester Power? (p.5) 3.2 How does pester power work and how is it used? (P.5-6) 4.1 The Swedish Case (p.6-7) 4.2 Benefits of a possible European Ban (p.7-8) 4.3 Implications of possible European Ban (p.8-9) 5. Conclusions & Recommendations (p.10-11) 6. Bibliography & References (p.12-13) Marketing to Children: An investigation into the ethical issues surrounding television advertising aimed at children Rationale In recent times, the children’s market has shown huge commercial potential. The buying power of children and there impact on parents decision making is increasing. This is in part due to social changes such as higher disposable income of the working adult, and the trend which suggests that parents supply their children with more spending money as a compensation factor for not being able to spend as much time with them. This is area controversial topic which has seen extensive coverage in the media more and more in recent times. The topic has sparked huge debate between the retail industry regulators and consumers themselves and is a topic which has many opinions surrounding the ethical issues. In Britain many new rules have been implemented to govern the broadcasting of adverts aimed at children and the times in which these adverts are shown. Although this has become more of an issue in recent times the evidence and research behind this topic is conflicting and vague. The majority of the research is centred on the highly topical issue of the nation’s health and the link between ‘junk’ foods adverts aimed at children and the increasing obesity levels with which the government is struggling to control. As to whether marketing to children is ethical, Burt, M (March, 2003)

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